NEW YORK (AP) – Hotels are getting more aggressive in their fight to get travelers to book reservations directly with them instead of through online travel agencies such as Expedia and Priceline.
Hyatt Hotels Corp. on Monday became the latest chain to offer guests a discount for booking a room directly on its own website. Members of its Gold Passport loyalty program can save up to 10 percent at hotels in the U.S., Canada and Australia.
The move follows similar campaigns by Hilton Worldwide, Marriott International and Starwood Hotels & Resorts Worldwide.
Hotel companies have a tortured relationship with online travel booking sites. They rely on the sites to bring travelers to their properties and fill rooms. But companies like Expedia and Priceline charge commissions of 15 percent or higher. The hotel chains would rather keep that money themselves.
“It costs them less and it gives them a better chance to create a business relationship,” said Henry Harteveldt, of travel consultancy Atmosphere Research Group. “They get our email information and a chance to win our ongoing preference.”